Airline Project for a Top Hong Kong Airline
Our Challenge
In 5 weeks, create a usability fail-safe prototype by discovering key customer needs and identifying quick fixes in e-commerce platform.
Who worked on this
Me (UX Lead), a UX designer and 2 visual designers, at HeathWallace
Here's what we did:
Originally, the client came to us to conduct a usability study on a dated platform but we decided to provide an appropriated double diamond approach to address their needs.
After identifying issues in the current platform, we sketched out the screens and components, divided and conquered. (Each color of Post-It represents one person, we divided responsibilities like that.)
In the current site, there's a high percentage of dropout during the loading screen. We redesigned it to set user expectation by showing a part of the search results.
After working on site alongside with tech and business, we created the first prototype. We tested it in cafes and malls in Hong Kong. Most of our assumptions were validated and we revised the design according to findings.
One of the findings was a confusion in brand marketing. We saw this as a bigger issue and offered the business more help by pitching a product that aims to disrupt the market.
A Sneak Peak to What We Delivered:
In the end, our extended usability study identified quick wins and informed the platform's roadmap.